Thursday, November 29, 2007

Liberal talk radio returned to Columbus, OH on Monday morning, 11 months after it was unceremoniously dropped from WTPG/1230 to by Clear Channel.

According to Brian Rothenberg, of Progress Ohio, WVKO/1580 is the new lib talk station in Central Ohio. The station, which previously programmed an urban format for many years, has most recently offered Spanish programming. Here's what Rothenberg said in an email that we received on November 30.

Thanks to the efforts of Ohio Majority Radio and longtime radio executive Gary Edwards, central Ohioans will once again hear progressive talk from favorites like Stephanie Miller, Ed Schultz, and Randi Rhodes. We'll also hear coverage of local high school football, boys and girls basketball, and other local sports.

The email also asked supporters to make donations to fledgling lib talk venture.

The launch of WVKO represents the first "re-flip" of a lib talk station since station owners started dropping the format about a year. Since November 2006 17 radio markets have lost their only lib talk station. Interestingly, six of the nine rated stations in these markets have seen their shares fall since abandoning the format!

The WVKO line-up features seven of top syndicated lib talk hosts:

Bill Press, 6-9 AM

Stephanie Miller, 9 AM-12 NOON

Ed Schultz, 12 NOON-3 PM

Randi Rhodes, 3-6 PM

Rachel Maddow, 6-8 PM

Thom Hartmann, 8-11 PM and

Jon Elliott, 11 PM-2 AM

WVKO, is owned by Bernard LLC, which also owns WVKO-FM/103.1 which broadcasts a Spanish format. There’s an interesting string on Radio-Info.com discussing ownership issues involving the two Columbus stations.

WVKO general manager Gary Richards told the Columbus-Dispatch, that the coming political year had a lot to do with the programming change at the station.

"[With] AM stations, you're kind of limited in what you can do," Richards said. "Music is a losing proposition on AM, and we had to find a niche, and we think there is one in political talk -- especially with 'something big' (the 2008 election) going on next year."

Clear Channel flipped WTPG/1230 (now called WYTS) from lib talk to conservative talk on Jan. 1 of this year. CC also owns and operates the number one talk station in market WTVN/610, which is also a conservative talker. Since flipping WCOL/WYTS, the station has seen is ratings in the market drop from a high of 1.4 in the Spring of 2006 to 0 in Fall of 2007.

Ohio Majority Radio has maintained an active profile on the internet with a Yahoo discussion group and a petition drive. While its attempts to convince CC management that the decision to offer a second right-wing talk station in predominantly Democratic central Ohio was a bad one, they have apparently succeeded to make that argument with the owners of WVKO.

WVKO is a 3200 watt station that offers very good coverage of the Columbus market.

Here are the other 16 markets where the only lib talk station has flipped formats in the past year: